Psychological research into the role of identity in giving is opening up new ways to build better connections with donors and drive lifetime value. This session will draw on the psychological theory and how this has been applied to influencing donor behaviour in a recent case study where identities have been uncovered and then primed in subsequent asks. Using identity moves us from connecting with a donor based on what they did, to a deeper relationship based on who they are. This emerging area of psychological practice has huge potential for supporter loyalty and value. The session will give practical guidance for how any organisation can apply supporter identity fundraising to the donor experience.